How do I get higher quality leads from Facebook lead ads?

With the Leads objective and a Facebook lead form, do not capture only name, email and phone. Add qualifying (or disqualifying) questions so you attract serious prospects. For example, if you target HVAC business owners, you want successful ones with real calls and leads, so ask how many employees they have, how many years they have been in business or how many trucks they run. These are gentler ways of asking how successful the business is, since many people will not give a revenue range.

You can set the form so that someone who answers zero employees (an owner operator, for example) cannot continue and sees a message that this is not a good fit.

Turning unqualified people away is good. Facebook learns from the conversions it sees, so when only qualified people complete the form, it learns to show your ad to more business owners like them.

In Votel, the Facebook lead form trigger in workflows lets you follow up with these leads right away.